{"id":1811,"date":"2019-01-09T13:31:03","date_gmt":"2019-01-09T12:31:03","guid":{"rendered":"https:\/\/www.appagent.co\/blog\/?p=1811"},"modified":"2024-02-26T19:10:53","modified_gmt":"2024-02-26T19:10:53","slug":"the-principles-of-mobile-ad-attribution-analytics-and-tracking","status":"publish","type":"post","link":"https:\/\/webrixstudio.online\/aa\/blog\/the-principles-of-mobile-ad-attribution-analytics-and-tracking\/","title":{"rendered":"The principles of mobile ad attribution, analytics and tracking"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1811\" class=\"elementor elementor-1811\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2eccfa8d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2eccfa8d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-33768a1a\" data-id=\"33768a1a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-da9dbb5 elementor-widget elementor-widget-text-editor\" data-id=\"da9dbb5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p dir=\"ltr\" style=\"line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 15pt; font-family: 'Roboto Condensed',sans-serif; color: #5b5b5b; background-color: #ffffff; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">To learn more about industry insights and best practices, sign up for the AppAgent newsletter <\/span><a style=\"text-decoration: none;\" href=\"https:\/\/appagent.com\/blog\/#signup\"><span style=\"font-size: 15pt; font-family: 'Roboto Condensed',sans-serif; color: #1155cc; background-color: #ffffff; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: underline; -webkit-text-decoration-skip: none; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;\">here<\/span><\/a><span style=\"font-size: 15pt; font-family: 'Roboto Condensed',sans-serif; color: #5b5b5b; background-color: #ffffff; font-weight: 400; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c05b0ec elementor-widget elementor-widget-spacer\" data-id=\"c05b0ec\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e9e1089 elementor-widget elementor-widget-text-editor\" data-id=\"7e9e1089\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Why it\u2019s impossible to effectively grow your app or game with mobile ads without having attribution tracking in place? Continue reading.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter if you&#8217;re a mobile startup or an established publisher with a new app or game, sooner or later you&#8217;ll reach a point when you need to measure the effectiveness of your user acquisition campaigns. This stage usually arrives when you begin to extend your acquisition efforts, or expand outside of a single platform such as Facebook or Google Ads. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we have included the most important information that you need to know about <strong>mobile app attribution<\/strong>. By following it you can track how every dollar you spend is growing your mobile app faster. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In it you will learn:<\/span><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How web and mobile attribution differs, and why you need to work with specialists.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What the common attribution models are, and the differences between them.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A step-by-step explanation of how mobile attribution works.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Technical methods you can use to measure mobile app attribution.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The best mobile attribution tools on the market.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Why traditional web attribution doesn&#8217;t work for mobile<\/h2>\n<p><span style=\"font-weight: 400;\">By definition, mobile <\/span><span style=\"font-weight: 400;\">ad<\/span><span style=\"font-weight: 400;\"> attribution is the same as web attribution. <\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/appagent.com\/wp-content\/uploads\/2018\/12\/mobile-attribution-definition-768x384.jpg\" alt=\"Mobile attribution definition\" width=\"768\" height=\"384\"><\/p>\n<p><span style=\"font-weight: 400;\">The principles may be the same, but mobile attribution is far more complex than the online advertising world, where there are established and verified methods for tracking a user through their internet journey. This is achieved online through using cookies (which can now more easily be restricted by the user), image pixel tags, and appending custom parameters to the URL, such as UTM Parameters. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On mobile, it\u2019s much more difficult to<\/span><span style=\"font-weight: 400;\"> track the whole journey, mostly because user identification is lost as users move between the store and the actual install. For this simple reason, attribution on mobile works on very different principles which we will explore below.<\/span><\/p>\n<h2>What are the five common mobile attribution models<\/h2>\n<p><span style=\"font-weight: 400;\">First, let\u2019s talk about commonly used attribution models. It\u2019s important, because it will have an influence on your selection of attribution platform. It\u2019s also good to understand differences in models which can have a fundamental impact on the evaluation of your campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Basically, there are two types of model: a single attribution method, and <\/span><a href=\"https:\/\/www.appsflyer.com\/product\/multi-touch-attribution-for-app-install-marketers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">multi-touch attribution<\/span><\/a><span style=\"font-weight: 400;\"> which takes into consideration assisted touch-points. As Appsflyer explains: \u201cIn many cases, potential users get familiar with an app via the assisting source, but fail to install for some reason. When these users are exposed to the same app via another source they are already convinced to download, and just needed a reminder. Without the assists, these potential users would probably have not become real users.\u201d<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/appagent.com\/wp-content\/uploads\/2018\/12\/mobile-attribution-models-768x384.jpg\" alt=\"Mobile attribution models\" width=\"768\" height=\"384\"><\/p>\n<p><b>Last Click. <\/b><span style=\"font-weight: 400;\">This is the most frequently used model, with the conversion attributed to the last click on an advertisement made by the user.<\/span><\/p>\n<p><b>First Click.<\/b><span style=\"font-weight: 400;\"> In this model, only the first click on an ad is counted. It\u2019s used predominantly for measuring brand awareness, which isn&#8217;t so common in the performance-driven mobile marketing world.<\/span><\/p>\n<p><b>Linear.<\/b><span style=\"font-weight: 400;\"> Every click is counted as equal, with all receiving an attribution.<\/span><\/p>\n<p><b>Position-based.<\/b><span style=\"font-weight: 400;\"> Both the first and the last click receive attribution, with any clicks between them not considered.<\/span><\/p>\n<p><b>Time Decay.<\/b><span style=\"font-weight: 400;\"> The closer it gets to the last click (conversion itself), the higher the percentage of the attribution.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/appagent.com\/wp-content\/uploads\/2018\/12\/attribution-touchpoint-768x384.jpg\" alt=\"Attribution touchpoint\" width=\"768\" height=\"384\"><\/p>\n<p><span style=\"font-weight: 400;\">The most suitable attribution model for you depends on your user acquisition strategy. <\/span><a href=\"https:\/\/www.appsflyer.com\/blog\/press-release-appsflyer-announces-multi-touch-attribution-analytics-to-reveal-the-true-impact-of-mobile-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AppsFlyer reported<\/span><\/a><span style=\"font-weight: 400;\"> that about 23 % of users have more than a single attribution touchpoint, a fact closely connected with the number of networks that you use for acquisition and the potential threat of overlapping audiences.<\/span><\/p>\n<h2>How to tune mobile attribution window<\/h2>\n<p><span style=\"font-weight: 400;\">Whether the install is attributed to the last network the user interacted with, or is completely lost depends on how many days elapse between a click on an ad and the initial launch of the app after installation. If this process occurs within a certain number of days, the ad network gets the credit for the install. The number of days elapsed is called the attribution window and depends on the relevant ad network. Usually, you can configure the length of the window yourself within your chosen attribution tool.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to see the same numbers in both your ad network dashboard and also in your attribution dashboard, you need to check whether your attribution tool is set to the right length of the window. For Facebook it is 28 days; Google Ads uses 30 days; and Twitter counts installs up to 14 days from the click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another scenario that you may experience is a user having seen your ad, but having installed the app without clicking on it. It\u2019s called view-through attribution and has a much shorter window than the attribution window, in most cases of just one day. The credit for the install here goes to the last ad serving network. &nbsp;&nbsp;<\/span><\/p>\n<h2>How actually mobile ad attribution works<\/h2>\n<p><span style=\"font-weight: 400;\">While this is quite a technical topic, the principle of the mobile attribution isn&#8217;t rocket science and can be explained simply in the following five steps:<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/appagent.com\/wp-content\/uploads\/2018\/12\/how-mobile-attribution-works-768x384.jpg\"><\/p>\n<p>1\/ A user clicks on an ad (on Facebook, Unity Ads etc.) and is redirected to the appropriate app store.<\/p>\n<p>2\/ After clicking the \u201eDownload\u201c button, the installation is counted in the app store. On the Android platform, you can see the installation source in Google Analytics (GA) using the Google referral line. However, this method &#8211; by using Google Analytics &#8211; is not able to send a postback call (=information snippet) to any ad network to exclude the user from showing ads for your app after the install happened. Therefore, even having an Android app only, using GA for attribution here isn&#8217;t the best solution.<\/p>\n<p>3\/ In both cases &#8211; on Android and iOS &#8211; where mobile attribution platforms are coming to the scene, to track the source of install an SDK has to be implemented within the app. Right after the app is opened for the first time, an SDK immediately asks all ad networks: &#8220;Hey, do you know anything about this IDFA \/ Google Advertising ID?\u00e2\u20ac\u009d (or any other identifier we&#8217;re mentioning below) and waits for an answer. At this stage, it depends on which attribution model is chosen and how the attribution windows are set up in determine to whom the attribution will be assigned.<\/p>\n<p>4\/ After pairing an ID with an ad network, an attribution SDK sends a postback to all linked networks with the information that the user has already installed the app.<\/p>\n<h2>Methods for Measuring Mobile App Attribution<\/h2>\n<p><span style=\"font-weight: 400;\">Since apps don\u2019t support traditional tracking methods such as cookies, other means are needed to technically pair a user clicking on an ad with a new install. Also, UA managers measure additional activities within that app to evaluate the quality of the traffic, including whether a user has finished <a href=\"https:\/\/appagent.com\/blog\/mobile-app-onboarding\/\">onboarding<\/a> or completed a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Right now, there is no industry standard for the best methodology for measurement, but some methods have become universal. Even today, you won&#8217;t come across these methods if you are using any attribution tool (eg. Appsflyer), as it&#8217;s automated. However, I feel it\u2019s still useful to know about them.<\/span><\/p>\n<p><b>Unique Identifier Matching:<\/b><span style=\"font-weight: 400;\"> These are click-to-install comparisons in real-time, based on GAID (Google Play) or IDFA (App Store).<\/span><\/p>\n<p><b>Device Fingerprinting: <\/b><span style=\"font-weight: 400;\">This method works by collecting publicly available data on a mobile device, which then creates a unique fingerprint. It\u2019s used for the further attribution of an app install to a certain channel.<\/span><\/p>\n<p><b>Open URL with Click ID: <\/b><span style=\"font-weight: 400;\">Users create a unique Tracking ID as soon as they click on advert which is then turned into a conversion request for an install. The conversion to the advertisement source is then associated with the click to the advertisement source.<\/span><\/p>\n<p><b>Unified Attribution Solution:<\/b><span style=\"font-weight: 400;\"> This integrates various methods of a mobile app download tracking. This creates a unified solution for attributing app-to-app installs and mobile web-to-app installs<\/span><\/p>\n<h2>The best mobile attribution platforms on the market<\/h2>\n<p><span style=\"font-weight: 400;\">To make life easier for mobile marketers, there are several attribution analytics, which can take care of the entire mobile attribution 3-step process. They can:<\/span><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li><span style=\"font-weight: 400;\">measure the initial click;<\/span><\/li>\n<li>attribute the click to install; and<\/li>\n<li>notify partners of installs and events through server postback URLs.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<ol>\n<li style=\"list-style-type: none;\">&nbsp;<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The major attribution platforms are <\/span><a href=\"https:\/\/www.appsflyer.com\/?utm_source=google&amp;utm_medium=cpc&amp;utm_term=appsflyer&amp;utm_content=ad18&amp;utm_campaign=brand_europe&amp;gclid=EAIaIQobChMInrrmgO_73QIVh6gYCh1BXwHkEAAYASAAEgIZ9fD_BwE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Appsflyer<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.adjust.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Adjust<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.kochava.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kochava.<\/span><\/a>&nbsp;<span style=\"font-weight: 400;\">The newest player is <\/span><a href=\"https:\/\/branch.io\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Branch<\/span><\/a><span style=\"font-weight: 400;\"> which became FB MMP in late August this year, and shortly after that announced an acquisition of Tune. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/appagent.com\/wp-content\/uploads\/2018\/12\/mobile-attribution-platforms-768x384.jpg\" alt=\"Mobile attribution platforms\" width=\"768\" height=\"384\"><\/p>\n<p><span style=\"font-weight: 400;\">This is all we have time for today, but you can read more about the pros and cons, pricing and other important information on mobile attribution in the <a href=\"https:\/\/appagent.com\/blog\/whats-the-best-mobile-attribution-partner-for-your-app\/\">second part<\/a> of this article.<\/span><\/p>\n<p>Written by Vit Volsicka and Peter Fodor<\/p>\n<p><strong>More on data analytics:<\/strong><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight ); letter-spacing: 0px;\"><a href=\"https:\/\/appagent.com\/blog\/the-3-essential-pillars-of-mobile-analytics\/\">https:\/\/appagent.com\/blog\/the-3-essential-pillars-of-mobile-analytics<\/a><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f2f719 elementor-widget elementor-widget-spacer\" data-id=\"6f2f719\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bdfc68f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bdfc68f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6e51f7f\" data-id=\"6e51f7f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-91178e7 elementor-widget elementor-widget-spacer\" data-id=\"91178e7\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-904d204 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"904d204\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4d8de5b\" data-id=\"4d8de5b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>To learn more about industry insights and best practices, sign up for the AppAgent newsletter here. Why it\u2019s impossible to effectively grow your app or game with mobile ads without having attribution tracking in place? Continue reading. It doesn\u2019t matter if you&#8217;re a mobile startup or an established publisher with a new app or game, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[210],"tags":[125,128,137,138,139,140,141,65,142,143,144],"class_list":["post-1811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","tag-adjust","tag-appsflyer","tag-attribution-models","tag-attribution-sdk","tag-attribution-window","tag-branch","tag-kochava","tag-mobile-analytics","tag-mobile-attibution-platforms","tag-tracking","tag-tune"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The principles of mobile ad attribution, analytics and tracking - AppAgent<\/title>\n<meta name=\"description\" content=\"How mobile attribution works, what the common attribution models are, the technical methods are used for measuring mobile app attribution and much more.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The principles of mobile ad attribution, analytics and tracking - 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